The hidden hurdles: Why pharma companies are (still) struggling with omnichannel marketing

Hannover, March 12, 2025

For years, the pharmaceutical industry has buzzed about omnichannel marketing as the key to unlocking new levels of customer engagement and revenue growth. Yet, despite the widespread recognition of its potential, many pharma companies continue to face significant challenges when it comes to implementing a successful omnichannel strategy. In this post, we’ll explore both the obvious and especially the often overlooked barriers that stand in the way – and what you can do to overcome them.

Status quo in pharma

For a long time, companies have relied on conventional sales models and marketing practices. While discussions around omnichannel marketing have gained momentum, the industry as a whole has struggled to implement a more customer-centric approach and omnichannel marketing. Even during the COVID-19 period, sales rep visits were either impossible or heavily restricted. Although digital channels gained prominence during that time, companies did not experience a lasting acceleration in multichannel or omnichannel marketing.

The obvious barriers

Before diving into the hidden hurdles, it’s important to acknowledge some of the well-known obstacles that pharma companies face:

• Strict regulatory requirements: Pharmaceutical marketing is subject to rigorous guidelines that can limit the flexibility of digital campaigns.  
• Lack of a centralized data platform: Without a 360° view of the customer, efforts to personalize and tailor content across channels remain hampered. 
• Outdated IT infrastructures: Legacy systems can hinder the adoption of new technologies and a seamless integration of omnichannel tools. 
• Budget constraints: With limited funds available, prioritizing investments in innovative digital solutions can be challenging. 

These barriers are significant in their own right. However, even when companies manage to navigate these issues, there are deeper, often overlooked challenges that can undermine the success of an omnichannel strategy. 

The hidden hurdles

Beyond the obvious challenges lie several critical issues that are frequently underestimated. Addressing these can be the difference between a fragmented approach and a cohesive, effective omnichannel strategy. 

1. Leadership mindset shift 
Omnichannel marketing is not just a technological upgrade – it requires a fundamental shift in leadership mindset. Without a change of mindset at the executive level, change cannot occur at the lower levels. Traditional sales models in pharma have long been about direct, product-focused engagement. Transitioning to an omnichannel approach means embracing a customer-centric philosophy that prioritizes aligning every touchpoint with the specific needs and preferences of the target audience.

Practical example: 
Consider a scenario where a pharma company’s leadership invests in comprehensive digital transformation programs. By fostering a culture that values customer insights and data-driven decision-making, they empower their teams to experiment with new communication channels. This shift is critical. Without it, initiatives might end up as mere add-ons rather than an integrated strategy. Leaders at forward-thinking companies often lead by example – participating in training sessions, engaging with digital tools, and openly discussing the benefits of a customer-first approach.  

2. Unclear strategy 
A vague mandate like “We need omnichannel marketing to sell more” is insufficient. Successful implementation demands a clear, detailed strategic roadmap that defines concrete goals and aligns every departmental effort toward a unified vision. 

Practical example: 
Imagine a pharma company launching an omnichannel initiative without a clear plan. Marketing might focus on social media, while sales continues with traditional face-to-face interactions, and digital teams work on a new app with little coordination between departments. The result is disjointed customer interaction and missed opportunities. In contrast, a well-structured strategy – complete with timelines, measurable objectives, and clearly defined roles – ensures that every action reinforces the overall omnichannel approach. 

3. People enablement
Technology alone cannot drive change. Many companies fall into the trap of over-investing in the latest digital tools while neglecting the most crucial element: their people. Without the necessary digital skills and an empowered workforce, even the best technology can’t deliver results. 

Practical example: 
Consider a situation where a pharma company implements a cutting-edge CRM system but fails to provide adequate training for its staff. The result? Underutilization of the system and frustration among employees. By investing in ongoing education and skills development companies can ensure that their teams are proficient in using new technologies and inspired to innovate and adapt. 

4. Internal silos
Siloed operations are a major barrier to a successful omnichannel strategy. Although most organizations acknowledge that cross-departmental collaboration is key, in practice, departments like Marketing, Sales, Medical, and Digital often operate in isolation. 

Practical example: 
A leading pharmaceutical firm might have a strong marketing team with innovative digital campaigns but poor coordination with the sales department. As a result, the messaging customers receive online may not align with what sales reps communicate during face-to-face interactions. Breaking down these silos through integrated communication platforms and regular interdepartmental meetings can ensure consistency and a smoother customer journey. 

5. Customer journey
At the heart of omnichannel marketing is the customer journey. Pharma companies must deeply understand and address the unique needs and interests of their target audience. A well-mapped customer journey not only guides potential customers through their decision-making process but also builds lasting trust.  

Practical example: 
A pharma company looking to promote a new medication might map out the entire customer journey – from initial awareness via social media to in-depth research on a dedicated website, followed by interactions with healthcare professionals. By tailoring content and engagement tactics to each stage of the journey, the company can provide a seamless experience that encourages loyalty and informed decision-making. 

The bottom line: Embrace change to unlock omnichannel success

Rome wasn’t built in a day – the same applies for implementing an omnichannel marketing strategy in the pharmaceutical industry. While regulatory constraints, outdated IT systems, and budget limitations are well-known hurdles, the more subtle challenges – such as shifting leadership mindsets, clarifying strategic objectives, enabling people, breaking down internal silos, and truly understanding the customer journey – are often the deciding factors between success and failure. Overcoming these hidden hurdles requires not just the right technology, but a holistic approach that aligns every facet of the organization toward a customer-centric vision. 

Embracing change at all levels of the organization is key to unlocking the full potential of omnichannel marketing. The future of pharmaceutical marketing lies in an integrated approach that harmonizes technology, strategy, and human capital. Companies that manage to make this transition will not only improve their customer relationships but also drive sustainable growth in an increasingly competitive landscape. 

You want more insights?
Check out our other blog articles about customer engagement!